Agency TBWA\Chiat\Day, Playa del Rey,

Agency TBWA\Chiat\Day, Playa del Rey, Calif.



What exactly is inspiring the models to move in TBWA\C\D’s iPod ads? “I heard OutKast too many times,” says photographer Matthew Welch, who shot 12 models, four of whom made it to the final campaign. There were also more obscure tunes: “A lot of electronica and crazy rock stuff.”

The creative team had asked the models to bring along their own music. “We wanted that personalness, that authenticity of somebody dancing to what moves them,” explains art director Susan Alinsangan, who conceived the campaign after a man wearing an iPod crazily gyrated across the street while she was driving.

Alinsangan and copywriter Tom Kraemer boiled down that sight to its basics for the outdoor and print campaign.